...Brand Management Assignment On Positioning of Kurkure Course Facilitator Prof Rajeev Kamble Submitted By Sandip Bose Roll No. 2013256 (PGDM 2013-15) Kurkure: Nice snacking experience Kurkure – A Pepsico product which was launched in 1995, came into the market introducing snacks. It mainly competed with the namkeen available in the market. Evening snacks which in India is known for namkeen is eaten everywhere. Kurkure did significantly well to replace it by introducing snacks. Kurkure was launched initially as a sub brand under Lehar and later in 2001 they stepped out from Lehar. In 2005, they targeted the “Evening Tea time” as their positioning. In 1990‟s, Indian market was dominated by local unorganized brand of namkeen. Also Haldiram and Bikaner bhujiya was preferred by most of the people. Kurkure had to struggle a lot for making its own place in traditional lovers of namkeen. And they succeeded well and took 43% of snacks market under them. POSITIONING OF KURKURE Kurkure always placed itself as family snack. It was always in minds of Indians to sit together either on tea or coffee and have chit chat. Kurkure took this as positioning element and in every advertisement it positioned Kurkure to replace the evening namkeen offered during that time. UNDERSTANDING KURKURE POSITIONING Appointing Brand Ambassador Company thought of injecting a fun element in the brand which consumers would like to have in Kurkure. In that way, company took time to choose...
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